Middle class festival goers will be thrilled to know that they don’t have to smuggle bottles of Pimms into Glasto anymore, thanks to Diageo’s newly extended range of RTDs.
Diageo has announced the launch of ‘From the Bar’, a new campaign for its premixed drinks portfolio, supported by new product development and a £2 million marketing spend. The campaign is designed to drive penetration in premix by educating consumers.
Diageo hopes to capitalise on the growing trend of at home cocktail consumption by repositioning their premixed beverage portfolio, whilst still offering the products at an accessible price point. 
Natasha Chapman, Shopper Marketing Manager at Diageo GB, comments: “Premix is the fastest growing alcohol segment in the UK, up 22% in value and 17% in volume year-on-year, so there is a real opportunity for retailers to increase sales by stocking premix drinks from well-known brands such as Gordon’s, Pimm’s and Smirnoff.”
Investment in new product development has increased significantly as well. In March 2013, Gordon’s introduced two premix cans – Gordon’s & Tonic with cucumber and Gordon’s & Tonic with elderflower. Pimm’s has also launched a new limited edition premix can – Blackberry and Elderflower.